PHE LA | NOTES OF SPECIALTY

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Phe La ordered the concept of "Nốt hương đặc sản" to FPDB Creative for this project. The overlaid arrangement embodies the spirit of artisans by incorporating metaphorical but authentic characteristics of Vietnamese agriculture and ethnicity into the core of the product that Phe La seeks to offer.

Every layout is created and set up in accordance with the processes required for producing items from Phe La. FPDB Creative selected 10 still-life artworks and 1 camping-themed shot to show the fantasy concept of "Nốt hương đặc sản". The photographs have a rustic feel to them, which matches the brand's history. Phe La’s beverages are highlighted by the light, which serves as the museum's lighting source, transforming it into a work of art.

Working on a project deeply rooted in culture can be quite challenging at times. For young individuals like us to comprehend and truly integrate cultural elements into daily life often demands a rigorous learning process. From delving into the origins of ingredients to understanding the culturally-rich brewing processes, to presenting these elements through compelling visuals, we have genuinely immersed ourselves in the creative process, accentuating the objects that embody the essence of the beverages at Phe La.

No stereotype, Bold difference!

Referring to "Smoke", Phe La is inspired by the smell of "tile stove" or "golden straw". This is also the scent that you will feel right from the first sip of tea. "Musical notes" are like melodious, soaring sounds coming from the "bamboo flute". Moka Pot - a manual brewing method applied by Phe La in the creation of "Notes of Specialty". Using original tea leaves, through skillful tea processing techniques, Phe La preserves the aftertaste of the fragrant ylang-ylang flower when enjoying Khoi B'lao.

The "Soy" note in Oolong Milk Phe LaOolong Milk Phe La is derived from fresh young tea buds that are hand-fertilized with "chicken egg shells" and “soybeans".Bamboo "fragrance camera" helps to release all the layers of incense hidden deep in each tea leaf. With creative hands, Phe La leaves its mark with original, rich, and rich Oolong Milk Tea cups.

Following the success of the "Nốt Hương Đặc Sản" project, we have always dreamt of a real-life exhibition to bring the entire process of crafting artisanal tea to viewers in the most cherished manner. With heartfelt aspirations, the founder of Phê La and the FPDB Creative team have made this dream a reality - creating a truly meaningful exhibition that celebrates Vietnamese specialties and meticulous craftsmanship, satisfying all senses!

The visuals created by FPDB Creative have transcended mere social media posts. Phê La has integrated them into physical articles that tell the story of handcrafting their beverages with Vietnamese ingredients, contributing to elevating the original value and brand narrative. This has been warmly embraced by customers, enriching their experience and connection with the Phê La brand.

From the artisanal crafting exhibition, Phê La has leveraged evocative imagery to narrate the brand's story, ensuring consistency from reality to social media communication.